The Psychology of Color and How It Affects Marketing

Working in the marketing and advertising industry, you have one major goal: draw in consumers and get them to buy what you’re selling. Whether it’s through print ads or Facebook posts, the end goal is the same. Regardless of how you try to reach your target audience, there is one important factor to consider, one that is often overlooked: color. Especially in relation to branding, color plays an important role regarding persuasion and subconscious feelings. Obviously, everyone has different color preferences and associates different things with different colors. However, generally speaking, there are certain emotions linked with certain colors.

Yellow: optimism, warmth, youthful. This color is used to grab attention and stimulates the mind and body.

Green: Peaceful, growth, health. This color is associated with wealth and eco-friendliness.

Purple: Mysterious, extravagance, luxurious. This color is a combination of stability and energy.

Black: Sleek, sophisticated, high quality. This color may have a negative connotation at times, but when used correctly, symbolizes elegance and prestige.

White: Innocence, purity, safety. This color can represent light and balance and is associated with successful beginnings

It’s important to remember that the colors you choose in branding do not automatically portray a certain vibe. The above colors have general feelings associated with them, but your brands personality is just as, if not more, important. Focus on your story and personality as well, instead of just trying to align yourself with a connotation of a specific color.